Marketing: The Neuroscience of CBD Sales

Selling is challenging.

Humans are complex. 

However, to be in marketing, is to know the ins and outs of why we buy. Companies who increased sales took deliberate steps based on proven sales and marketing strategies.

The Basics: Brain Branding

Why buy? Students and researchers alike have spent decades trying to decode this question. Why even buy in the first place? Although marketing professionals often aren’t deep in the academia of neuropsychology–they do understand what grabs attention.

On its most basic whole, neuroscience sales come from the studies of the cognitive responses of human beings. More directly, how and why do we respond to stimuli. In the case of “neuromarketing”, the focus is less on the “why,” and more on the “how,” if the brain even responds to the stimulus at all. Companies like Google and Disney, even CBS, pioneer the neuroscience marketing sector.

These companies understand exactly what you think when you see their products and then craft the journey from there. Disney’s movies, Google’s tech, every commercial on TV–for the most part, companies have you exactly where they want you, and often, get you to go exactly where they want as well.

There are some fairly simple hacks that even the most brand new starter companies can use to boost their business. Including field testing each of these for response and strategy adjustment, most companies and people can begin looking into things like:

  • Packaging Research (How do you visually, physically, and emotionally interact with the product?) 
  • Color Psychology (What do the visuals do to you emotionally, and how do you respond?)
  • Ad Efficiency (What’s the relatability, comfort, and ease of understanding? How quickly can we digest and react?)
  • Testimonial Marketing (Humans always trust other like minded humans)
  • Content (Is it written well? Is it understandable? Does the consumer agree with it? Did I learn something?)

These measurements of physiological and neural signals give companies an insight to customers’ motivations, preferences, and decisions. In turn, a brand can then double down on the specifics of how they approach creative advertising, product development, pricing, and other marketing tactics. 

Brain scanning (to measure literal neural activity) and physiological tracking, (eye movement, heart rate, body temperature, muscular relaxation/tension) are all ways that companies test to see how their subjects respond.

And the best companies can get you to see, hear, respond, want, buy, and subscribe–often without you even knowing it.

Making A Case for CBD

Previously, CBD was a taboo market–one that ran in the rings of not yet legalized marijuana, and even OTC prescription drugs. As of 2018, it’s a federally regulated product available in all 50 States–awesome for users, but not so great for early CBD businesses.

Early CBD brands didn’t need to worry about competition as the regulation was minimal, and many companies didn’t exist. Now that it’s a national trade, everyone has to step up their game. Labeling, branding, customer service, flavors, products, strength, proprietary blends–the list is endless on how companies are trying to set themselves apart.

We’ve listed a few classic marketing tips that can be implemented into your CBD Business strategy to grow your buyer base, and ultimately, your total revenue.

Science Tips: Neuroselling

Understanding that a legion of scientists and doctors aren’t always readily available for everyone–here are some universal marketing tips to get your product off the page, and locked in your buyer’s brain!

Strategic Sales Plan Examples 

1. People Proof:

Sure, Influencer Marketing can get a little preachy and is often annoying, but that’s why it works. The principle of the “dark choice” means you’re either polarized against it, or towards it. 

Influence is your ability to persuade others to adopt your own perspective. You believe in your product (e.g., online course, ebook, software), so you naturally want others to believe in it, too.

However, famous people have pull, and regardless of whether they’ve sold you or not, they’re now the topic of discussion around the dinner table. 

You personally may not have purchased from them, but three others that came out of brunch with you did. Celebrities and influencers choose carefully the products they choose to help them propel, and which they want associated with their identity. People know this, and for better or worse, people trust it.

Getting to the root of people’s emotions (positive or negative) will increase sales. 

2. Creative Marketing–Emphasis on Creative

“When the brain is challenged and engaged in performing an activity, new neural pathways and remapping can take place. Being original and open to new ways can speak to the positive effects of neuroplasticity,” says clinical neuropsychologist Dr. Christine Weber.

We love seeing funny commercials, exciting new logos, exhilarating experiences, and enviously luxurious scenarios–not because we’re just daydreaming and think it’s cool–but because it’s literally rebuilding, remapping, and growing our neural network.

Try exploring a new route to market a product. Customers that get put on autopilot disengage. An active sales funnel strategy requires that no matter where your customer is in the buying process, that they stay active.

Switch up your sales strategy plan, trip into a new target audience, puff up your packaging, or even delve into new designs to see what kind of new life you can breathe into your growth and revenue. 

3. “I’m Just Really Emotional”

There are countless studies that prove, people buy products emotionally. Period. 

Over 80% of buyers choose first, and then justify their purchases logically, afterwards.

Too many people like to explain their product. Customers love buying, but they hate being sold. Cut to the chase and just let their emotions guide them. 

The two easiest ways to buy into people’s emotions are benefits and features. Tell them what they get and how they’ll feel. In turn, they get the social security and social proof they need to feel confident in the purchase.

Product benefits and features are the easiest point of contact for upselling and cross selling. Most product portfolios build their product features on the ability to bring out the benefits of their other products. 

E.g. “REI Socks are best worn in REI Boots because they’re made to fit.” “Kylie Jenner’s highlight works best with her toner, because they’re formulated to blend together.” “Guinness is best enjoyed in a Guinness etched pilsner glass, to promote the best head and flavor.” etc. etc.

  1. Rule:
    1. Build interest with features; build desire with benefits
    2. When you’re sending an email, creating social posts, or using ads, make sure you highlight features, and close with benefits. 
    3. Start with the strongest benefit of your customers to reassure them that you care about them. 
    4. Consumers are happy to spend money on products that make their lives better.
  2. Benefits vs Features?
    1. A feature is what something is, and a benefit is what users can do or accomplish with it.
    2. E.g. The Features: “The gift is 12”x6”x6.” The Benefits: “Now that you have a gift, you can go to the party.”

4. Visual Stimuli

People respond to images. Sight is the most vital defense mechanism we have, and therefore, our most susceptible to manipulation. 

As we grow, society and culture around us assigns emotions to images, feelings to colors, and meaning to art. 

For instance, green and red colours make us feel festive, while yellow makes us think of sunshine–however, red and yellow are proven to make us hungry (hence the golden arches on the red bed of McDonalds). 

If you can use catchy visuals and meaningful colors in everything from your logo, to your online content–you can begin to trigger more consistent emotional responses. Consistency is key to customary affinity, and increasing conversions at the same time.

5. People Are Different. Segment Accordingly!

Each person has a lifetime of memories, individual ideas, backgrounds, and different cultural inputs. While it’s nice to think of human beings as one large, connected community–marketing has to remember that different people respond differently to certain things. 

If you really want to engage with your customers, then you need to figure out how granular you can get with individual customer preferences, emotions, and moods. Research your audience in detail, and find out what’s appealing to them. Those that can manage to get granular while keeping a broad spectrum of reach and incorporation are the ultimate sales machines.

Salt Leaf Hemp can help you hit all five of these metrics.

Contact today to see how successful your CBD products can be.

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